Rap is indisputably the most popular musical genre in North Africa. Arabic-speaking rappers are on the rise. A new generation of North African rap rejected by the West, but which is a hit especially with the diaspora.
Rim'K, Tunisiano, Médine, Fianso, La Fouine… Like Congolese, Senegalese or Ivorian rappers, many North African or North African rappers have conquered the French-speaking scene or even the world scene.
In the 1990s and 2000s, these same artists also dominated the rap scene in their home countries. However, between around 2009 and 2013, a new generation of rappers emerged in Morocco, Algeria and Tunisia. Arabic-speaking rappers in their early days, who bridged the gap between “city rap” talking about the problems of the diaspora and underground Maghreb rap, which was then at the “conscious rap” stage.
Some, like the Moroccan French Montana, the Algerian Soolking and the Tunisian Ghali have finally joined the Western scene. Whether in the United States, France or Italy, the three rappers are safe bets today, with varying degrees of success.
However, this movement of the “standard bearers” of North African rap has left a void to be filled. Thus, and with the emergence of Trap, new names have emerged by the dozens in the three Maghreb countries. Nevertheless, this new guard of North African rap leans more towards the Arabic language. Or, rather, the “darija”, the oral dialects of the Maghreb. An artistic choice that is not only intended for local consumption.
The forerunners of the new Maghreb rap
In 2021, Moroccan rapper Taha Fahssi, "ElGrande Toto" by his stage name, grabbed the top spot on the MENA charts (North Africa and Middle East). Whether on Spotify or Deezer, the Moroccan artist has brought the trend up to date.
Another rapper, the Tunisian Balti, surpassed the 700 million views mark on YouTube in 2017 for one of his clips. The singer also has phenomenal success for a dozen other songs, including "Ya Hasra", "Maghrébins" and "Clandestino".
In Algeria, singer and rapper Mouh Milano is even more consistent. With figures oscillating between 100 million and 400 million views for his clips, and always exceeding one million streams on Spotify, he is another precursor of this generation of Arabic-speaking North African rappers.
Not only did these rappers pave the way to success for their compatriots, but they also created a new rap establishment in the Maghreb. Increasingly, Algerian, Tunisian and Moroccan rappers are collaborating in featurings. And, failing that, the reactions of Internet users to the hundreds of solo titles have built a new class of influencers on social networks.
A Maghreb rap that becomes Arabized or abandons the French-speaking world?
It is therefore not a surprise when artists of North African origin with worldwide success, such as DJ Snake or the duo PNL make their love letters to their country of origin, adopting compositions or lyrics in Arabic. Beyond the socio-political challenge of claiming one's origins, there is also a public that is hungry for production.
The "rappers of Bled" know this, and exploit it thoroughly. For example: Didine Canon 16, MC Artisan and Krillino (Algeria); Klay Bbj, Sanfara and Samara (Tunisia); as well as L7or, Lbenj and 7Liwa (Morocco) are all breaking into the rap scene. Their style is more modern, all sing in the North African dialect, and do not hesitate to diversify from conscious rap to commercial rap.
Despite this, many rappers are emerging in the three North African countries. There are clearly places to be taken. The productions are located in the countries of origin, as was the case with raï in the 1990s. Clearly, the new guard of North African rap has no desire to export its product to the North , and his music is unequivocally directed towards Arab countries.
Perhaps it is the decline of the Francophonie or the growing difficulty of regular emigration to the West that are responsible for this trend. In any case, even by adopting foreign words in their punchlines, this generation of rappers leans more towards the Lingua Franca than towards the language of colonization. A political phenomenon then? Most likely…